Managing Director - Regal Automobiles Industries Pvt. Ltd.

Evolve: Looking at your profile it seems that your journey has been quite persuasive. We are observing a maestro whose entire journey spins around marketing, and management; who has scored a remarkable position in the field of automobiles at such an age. How do you look into this possession? 

Mr. Muhammad Adeel Usman: I take this possession very seriously, it was not an easy journey. Achieving this position at a young age is a result of unwavering passion, dedication, and continuous pursuit of excellence in the automotive world.  The automotive world requires a lot of dedication and time. Anyone who is not proactive and ready to invest their time and energy will not survive in this business. In any profession or field regardless of industry, you can’t manage it alone. You need a committed, focused, energetic, and enthusiastic team. I was lucky enough to get a good team early on which helped me achieve phenomenal results. Over the years, I have also cultivated a leadership style that values collaboration, innovation, and adaptability. This approach has not only facilitated successful team dynamics but has also been instrumental in navigating the complexities of the automotive industry. Simultaneously, I believe in the power of strategic decision-making and effective communication to drive success in the automobile industry.    

Evolve: Regal Automobiles Industries Limited was established as a technical venture between DFSK (Dong Feng Sokon), the largest and most reputed brand in china and RP Group, one of Pakistan’s most renowned business conglomerate to manufacture and market PRINCE vehicles and products are enjoyed by consumers in Pakistan. You are proudly serving and possess an overview of the progression. In your books how has organization evolved over these years? 

Mr. Muhammad Adeel Usman: I am proud to be a part of Regal Automobiles Industries Limited, a company that has evolved significantly since its inception as a technical venture between DFSK (Dong Feng Sokon) China and RP Group. The collaboration between these two influential entities, one being the largest and most reputed brand in China, and the other a prominent business conglomerate in Pakistan, laid the foundation for the manufacturing and marketing of DFSK & SERES vehicles in the Pakistani market.

RP Group used to pioneer in the 2-wheeler and 3-wheeler segment. Moving into the 4-wheeler market was a challenging decision. The 4-wheel business requires a different mindset and most importantly a massive investment. We started with light commercial vehicles which have a certain number of volumes in our market. Over the years, I have witnessed a remarkable journey of growth and development within the organization. The evolution of Regal Automobiles Industries Limited can be characterized by several key aspects:

1. Product Portfolio Expansion: we are continually expanding our product portfolio, introducing a diverse range by launching Pakistan’s First Electric Vehicles, “SERES 3” and “VOLT” to cater to the varying needs and preferences of Pakistani consumers.
2. Technological Advancement: Regal Automobiles Industries Limited has consistently embraced technological advancements in its manufacturing processes and vehicle features. This commitment to innovation has not only enhanced the quality of DFSK-SERES vehicles but has also kept the brand in line with global automotive standards.
3. Market Penetration and Customer Reach: Regal Automobiles Industries Limited has demonstrated a keen focus on market penetration, reaching customers across Pakistan. Through effective marketing strategies and a customer-centric approach, Regal has successfully built a strong presence and rapport with its valued customers.
4. Quality Assurance and Standard Compliance: As a part of a technical venture with DFSK, Regal has upheld the highest standards of quality in its manufacturing processes. The commitment to quality assurance and compliance with international standards has been instrumental in building trust among consumers and establishing the brand as a reliable choice in the Pakistani automotive market.
5. Corporate Social Responsibility: Regal Automobiles Industries Limited has also shown a dedication to corporate social responsibility, engaging in initiatives that contribute positively to the communities it operates in. This holistic approach reflects a commitment to not only business success but also to social and environmental well-being.

In my perspective, Regal has evolved into a dynamic and forward-thinking entity, adapting to market dynamics, technological changes, and consumer expectations. The journey has been marked by resilience, strategic decision-making, and a relentless pursuit of excellence. I am optimistic about the continued success and growth of Regal Automobiles Industries Limited as it continues to innovate and shape the automotive landscape in Pakistan.

Evolve: You become the first company that is awarded with Green Field status under Automotive Development Policy(ADP) 2016-2021. How do you ensure authenticity and quality and are there any specific production techniques or trends that your products cater to? 

Mr. Muhammad Adeel Usman: Being recognized as the first company awarded with Green Field status under the Automotive Development Policy (ADP) 2016-2021 is indeed a significant achievement for our organization. The Engineering Development Board (EDB) is the regulating body in our industry. In our case, we have been provided a certain number of criteria for product quality assurance and have to adhere to those rules to ensure authenticity and quality while producing cars. Our commitment to authenticity and quality revolves around robust quality control measures, adherence to international standards, and transparency in operations. The specific production techniques and trends we embrace align with environmental sustainability, technological innovation, and the evolving landscape of the automotive industry. As a pioneer in being awarded Green Field status, we are dedicated to not only meeting but exceeding the expectations of our consumers while contributing positively to the automotive sector and the environment.

Evolve: What are the emerging influxes that you have been following over the years and what role has RAIL played in revolutionizing fast-forward production in terms of innovations and can you be pleased enough to share any recent advancement in your manufacturing plant in Pakistan or in China? 

Mr. Muhammad Adeel Usman: The Pakistani consumer rapidly asking for newer features and quality standards. When we launched our first SUV, Glory 580 Pro, it was revolutionary as our competing products were not up to mark feature-wise and price-wise. But since our launch, our competitors have caughten up and have now started launching the latest generations of vehicles equipped with the latest features. 

Simultaneously, we've been closely monitoring the emerging trends over the years, along with the pivotal role that Regal Automobiles Industries Limited (RAIL) has played in revolutionizing fast-forward production through innovations. 

RAIL’s Role in Revolutionizing Production:

Innovation in Assembly Process: RAIL has revolutionized fast-forward production by introducing innovative assembly processes.

Supply Chain Optimization: RAIL has strategically optimized its supply chain management, implementing just-in-time manufacturing principles. This has led to a reduction in lead times, minimized excess inventory, and allowed for a more responsive and agile production system.

Investment in Research and Development:

RAIL's commitment to innovation is evident in its substantial investment in research and development. By fostering a culture of continuous improvement and staying abreast of technological advancements, RAIL ensures that its manufacturing processes remain cutting-edge.

Evolve: DFSK is pursuing world-class quality technology & service. It’s the first in the Chinese mini auto industry to attain the certification for EURO III, EURO IV, EURO V, EURO VI, and WVTA. It has been ranked No. 1 for the export in the Chinese mini auto industry. How do you take on this progression? 

Mr. Muhammad Adeel Usman: DFSK Pakistan currently working on Euro 6 standards in ICE vehicles and has evolved to electric and hybrid technology in the future. We are excited to launch Pakistan’s first locally assembled electric vehicle, SERES 3. 

Evolve: What role do MNCs in this industry can play in general development among divergent continents and the certain influence it can create in the growth and development of local production/manufacturers? 

Mr. Muhammad Adeel Usman: The role of MNCs in the automotive industry extends far beyond their immediate economic impact. Their influence permeates various aspects of development, including job creation, economic growth, research and development, technological advancements, infrastructure improvement, social and cultural enrichment, and environmental sustainability. A collaborative approach, with MNCs and local manufacturers working hand in hand, can lead to a synergistic relationship that propels overall growth and development across divergent continents.

Evolve: With your years of experience and profound vision into your line of expertise, you are undoubtedly a true leader and a success story. How do you conceive and derive contemporary ideas for growth and profitability while serving in different organizations? 

Mr. Muhammad Adeel Usman: Any organization that wants to grow needs to look at only one factor, how are they improving or making the lives of people better with their product. If their product offers a blend of how people live better, and how society is benefiting. Profitability and growth will be the least of your worries.   

Evolve: Do you believe that without political stability country can assure its economic growth? If so, then how are you coping with this reality in Pakistan? 

Mr. Muhammad Adeel Usman: I think a country can’t progress without political stability and policy stability. Without political stability, the industry becomes blind. A stable political environment provides the necessary foundation for businesses to thrive, investors to feel confident, and for economic policies to be implemented effectively. However, it is important to acknowledge the interconnection of various factors influencing economic growth. In the context of Pakistan, the relationship between political stability and economic growth is significant. We are trying to wait for this timeout and work on our basics like improving customer services. We hope when stability comes, we will be ready to enhance our portfolio. 

Evolve: When it comes to people-to-people interaction towards the enhancement of business relations, what strategic elements of Pakistan govt. should mainly focus on strengthening relations among business communities globally? 

Mr. Muhammad Adeel Usman: The Pakistani government should focus on improving infrastructure, facilitating trade agreements, and implementing business-friendly policies to strengthen global business relations. Enhancing diplomatic ties, trade promotion and facilitation, cultural exchanges, and skill development initiatives, can also contribute to fostering positive relationships among business communities globally. By focusing on the above strategic elements, Pakistan can position itself as an attractive and reliable partner in the global business arena.

Evolve: What are your thoughts on print media around the globe and what would you like to say to the readers of Evolve Business Publication? 

Mr. Muhammad Adeel Usman: Print media around the globe continues to play a significant role in disseminating information, providing in-depth analysis, and maintaining a sense of credibility. Evolve business publications’ readers are encouraged to stay informed, critically evaluate content, and explore diverse perspectives to adapt to the evolving business landscape.